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Internet Growth Driven by Senior Citizens
Even those over 75 are becoming regular users
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Change in Percent
by Age Group of Regular Internet Users, 2000 to 2004 |
Dec. 17, 2004 - The younger age groups were the
first to embrace the Internet but most of todays growth is being driven
by the older age groups. A recent survey projects 61.2 percent of all
adults visit the Internet regularly, but that the percent of those 50
and older regularly on the Internet is now up to
47. The fastest growth in Internet use is
being driven by the older age groups, starting at 55.
In the 80 plus metropolitan markets surveyed
regularly by The Media Audit, 61.2 percent of all adults visit the
Internet regularly. Thats up from 54.9 percent in 2000 and most of the
new growth is coming from those over 55 years of age, says Bob Jordan,
president of International Demographics, Inc., a 33-year-old research
firm which produces The Media Audit.
The markets surveyed have a combined population of
more than 130 million adults. Although The Media Audit is not a national
survey its results traditionally track national findings.
Study by Age Groups
> The 55 to 64 age classification has increased
as a percent of the total Internet audience from 9.5 to 11.3 percent in
the past four years. The percentage of those in that same age group who
access the Internet regularly increased from 45.8 percent in 2000 to
56.7 percent in 2003.
> The 65 to 74 year olds have increased as a percent of the total
Internet audience from 4.6 to 5.4 percent. The percentage of those in
that same age group who access the Internet regularly increased from
26.2 percent to 35.9 percent.
> Those age 75 plus have increased as a percent
of the Internet market from 1.3 to 1.6 percent The percent of the 75
plus group that is accessing the Internet has increased from 12.1 to
15.9.
In the 80 plus markets surveyed there are 130.4
million adults. Of that number, 79.9 million log on regularly. And 22.3
million of the 79.9 million are over age 50.
The computer is a much more democratic appliance
than it was a few years ago, says Jordan, but, it has its limits.
Income and the presence or absence of children in the home has a
significant impact on Internet use.
The Media Audit data shows that 55.6 percent of
married, age 35 plus, households without children access the computer
regularly. Among households with children the percentage that accesses
the Internet regularly is 65.1 percent.
Income also has a significant impact on Internet
access. Among households with annual incomes of $50,000 or more the
Internet access rate is 78.6 percent compared to 61.3 percent among all
adults.
All Persons 50 and over
The 50 and over age
group is increasing in numbers, increasing in affluence, increasingly
better educated and spending more time shopping online.
The group has grown,
says Jordan, from 35.6 percent of the adults in our metro markets in
2000 to 36.4 percent in 2003. Although that rate of growth is not
significant, it is steady and will continue. The more impressive changes
in the group have to do with its growing affluence, its education levels
and its embrace of the Internet.
> The percentage of
the 50 plus age group with annual incomes of $50,000 or more increased
from 32.7 in 2000 to 35.9 in 2004.
> The percent with
incomes of $75,000 or more increased during the same years from 17.8
percent to 20.6 percent.
> Those with annual
incomes of $100,000 or more increased from 9.6 percent to 11.8 percent.
Educationally, the group looks much like the rest of the adult
population.
> In the 50 plus
group, 35.3 percent have at least one college degree. The percent is the
same for the general adult population. The most impressive demographic
changes in this group, says Jordan, are reflected in our Internet use
data.
> Those who logged on
regularly increased from 29.8 percent in 2000 to 47.0 percent in 2004.
> Those who made at
least one purchase via the Internet during the past year increased from
17.1 percent to 31.1 percent.
> Those making five or
more purchases during the past year increased from 8.4 percent to 17.3
percent.
> In the general adult
population, 61.3 percent log on regularly while 43.8 made at least one
purchase during the past year and 25.5 percent made five or more
purchases.
Initially, the 50 plus
age group was slow in coming to the Internet, says Jordan, but they
now look like they will soon catch up with the 60 percent use rate of
the general adult population.
Forty-five percent of
this group is retired and subsequently they have more time to invest in
using the Internet.
The 50 plus age group
may become a prime market in coming years --- if marketers ever wake up
to the potential market value this group offers.
The Data Source
The Media Audit, a syndicated media ratings service
currently covering more than 80 metropolitan markets, provides
qualitative data for media websites as well as for traditional media.
Traditional media print, broadcast and outdoor
have used The Media Audit data in sales, marketing and management for
more than 33 years. In 1998, the survey started providing data on local
media websites. The surveys now contain more than 400 fields of
qualitative information in addition to quantitative measurements of
local web audiences.
Note: If you would like to periodically receive
market survey data from The Media Audit, please contact us by email (info@TheMediaAudit.com)
and leave your name, title, company affiliation and email address.
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